Larry Omodia is the brain behind African Television and the organiser of Beautiful African Day (BAD), a one-day annual celebration of Africa in Belgium. In this interview, he spoke about the exploits of African Television, what keeps him going and BAD.
What informed the establishment of African Television?
African Television was inspired by the fact that Africa needs to sell itself. We discovered that there was nobody promoting the good things about Africa and we chose to do it.
How did it start?
We started African Television in the Netherlands. It all started after I read a book given to me by one of the personal assistants of the Vice President, Prof. Yemi Osinbajo. The personal assistant started as a photographer in the Hague, he was taking pictures. We became friends and he gave me a book, a motivational book. After reading the book, I asked myself what I wanted to be known for at this age, what was the legacy I want to leave after I die? So, I sat down and thanked God for reading the book and decided African Television it is.
Larry Omodia, CEO African Television
You launched on Astra 23.5, how did you manage it?
I did not have a job, I did not have anything. However, we launched on Astra 23.5. I pitched African Television to Astra. Astra is massive; it’s like when you talk about Hughes Aircraft Company. All the satellites in space, Astra makes them happen. Astra has about 120 satellites in space. They gave me the money that I used to do my launching. They gave African Television money that we used to organise the event. All I had to do was to sign. They loved the concept; they liked what we were doing. A white corporation, not even a man gave me the money to start African Television, so when people place emphasis on money when starting a business, I just laugh. Money is not the main factor, get good people around you and believe me the money will come.
Tell us the focus of the television station.
Basically, the mission of the station is a derivative of the slogans of the company. We have two slogans namely ‘Beautiful Africa’ and ‘Promoting Africa’. If you look at the two slogans, it tells you what we are doing. We show the beauty of Africa and we promote Africa.
It is an African project, how has it been accepted in Europe?
It has already been accepted. People applaud us, we partnered with ambassadors from different African countries. They fund, support and give us content. Surprisingly, white people patronise us too because they like the idea, it has already been accepted. It was something that was needed, a media house that promotes Africa as a continent. Other countries are doing it. For instance, each state has its own tourism board. Edo State has its own tourism board; Lagos State has its tourism board, so why does Africa not have its tourism board? We are that tourism board for Africa. We push everything about Africa, positive things of course. That is what we want to be known for, promoting and beautifying Africa. White people do watch us a lot and we also have Africans who also watch our content a lot, so we win both ways. We win because the Americans are watching, Europeans are also watching, even Africans. We even get watched in Afghanistan. When we launched and I was looking at the statistics, I was shocked to realise that we were being watched in Afghanistan, Poland, and Russia. I was surprised because I didn’t know that they could get the footprint there. That shows you that it is a product that people want. People want it, it is educational, informative and above all, it sells and promotes the continent.
Is this about being an African ambassador or is it business for you?
When I was growing up, I read some books like ‘Think and Grow Rich’ and ‘Acres Of Diamond’. When I read those books, one of the things I learned from them was that if you are going to do business, you do something you love. If you do something you love if money comes or wealth comes you are happy. If money doesn’t come you are still happy because it is something you love. The fact for me is that I love Africa. I love selling products, I am a salesman. Journalism, broadcasting and all of that are a profession, but the fact is that I am a salesman. My friends who know me would tell you that I can sell snow to the Eskimo and I can sell sand in the desert. These are the things that have been used to qualify me because when I like something, I push it. If I love a woman, I go after her until she says yes or I say no. I love Africa and I am going to push Africa until I die.
Pushing African content to the world requires a lot of money, where is it coming from?
It doesn’t take a lot of money. Every successful business is successful because of the people. The success of every corporation is not based on money; the success of good corporations is based on the people. If I pump N50 billion into this corporation now and fraudsters embezzle it, we will be in the negative. I know somebody that inherited millions from his father. His family was selling off their inheritance and I told him that if he sells his, he would come back to being a pauper begging for money. If you can’t manage one million Naira, you won’t be able to manage a hundred million Naira. Just two years down the line, the person is begging people for money and assistance after being given millions from his father’s inheritance. The message here is that everything is about the people. If you have good managers, good partners and good affiliates without money, you would get things done. Someone with money won’t even know where to look. So, money is not the most important thing. First, you have to be good, you have to be ready, and you have to have endurance. When you have these qualities, then you merge with people with the qualities, together you will move mountains. So, the truth of the matter is that money is not an issue. First, you build the concept, if you build it and it is good, people will come and partner with you, people will come and buy you out. And that is how we have been able to survive.
Beautiful African Day (BAD) is another project synonymous with you, what is it all about?
Beautiful African Day is a way to recognise Africans, a way to promote Africans and people who are doing things in their community. There are people who sleep at home while others work hard. The people who work hard do it through thick and thin, so it is important that we celebrate and recognise them. It motivates people, people like to be told thank you, and everyone likes a pat in the back. So, Beautiful African Day is our channel to encourage people by saying well done, you are doing well, keep trying, we see you.
BAD has been running for a while, tell us about its accomplishments?
We have been doing it for quite a while. We crowned the first queen some years back. Her name is Rose and she is from Sierra Leone. The second queen we crowned is Leila Aigbedon. She is a Nigerian. These models started with us with nothing, but now when I call them, they say things like, “sorry I can’t come to your event, I am in Paris, I am in Italy.” So, you start young people and you give them a guide and make sure that they remain on the path and do not derail. At times, I think, no way, those little girls… but the truth is I can’t even get their numbers anymore. I called one of our girls from Senegal. I can’t remember her name now. This little girl had nothing, she was a single mother struggling to feed when I approached her to come and model for us. She joined the modeling crew; she is doing well now working for Vlisco and other big corporations. I had a show and I called her and she said that I had to talk to her manager. I told her, ‘but I started you’. But that is just the beauty of it all. Grow somebody; if they recognise you when you are old, say ‘God, I did my part’.
What informs your interest in modeling?
When I walk on the streets of Nigeria, I see so many beautiful girls, too many. Europe doesn’t have anything. In Nigeria, you see the big backside, small backside, tall, short, light, dark, all sorts. But it is only natural, it’s a 170 million or so population and eighty percent of it are women. So, whether you like it or not, you will see all types of women. We tapped into that beauty and gave some people opportunity. Hopefully, we will be able to help shape some people’s lives.
Away from BAD and AFTV, who really is Larry Omodia?
I am a sucker, people always rip me off. I give away everything; I give and give until God gives me a new one. That is me. If I have N10 million and you want most of it, I will probably give it to you. That is me. And then I go for the next N10 million, I don’t hoard, I don’t keep, I just give.
Is this why people take advantage of you
I have had a lot of bad stories. I can write a story about bad friends, bad people, wolves in sheep clothing and all of that. But that is life. If you think that people are not going to rip you off then you are not ready to be alive. The Bible said, “Allow yourself to be cheated.” Your wife can cheat on you, your son will cheat on you, and your business partners will cheat on you. If you cheat on God, who are you that people won’t cheat on you.
What keeps you going during the low times?
What keeps me going is the need to get the next one. I have been a two-time millionaire. In 1996, I sat down and I counted over $2 million in my bank account. I employed over 200 people working for me as workers, even my father worked for me.
How did that happen?
They came to visit in America and the company was so big that my father worked for me as a flyer boy because the old man was on vacation and got tired of eating and sleeping, so he said, “son put me to work.” My dad was not a lazy man. What I am trying to say in essence is that I have been a two-time millionaire.
Tell us some of your fond memories of being a millionaire.
I bought a Mercedes Benz, an ML 500. It was Gold in colour. It had everything, like a plane. The only thing it didn’t have was a refrigerator. I walked into the showroom paid for it in cash and walked out of the showroom. Thirty days after, it was stolen by my girlfriend with criminal gangs.
How much did you buy the car?
I bought it for about $126, 000.00 (Canadian Dollars). They stole that and immediately I went to buy another. Same colour, same design, special license plate, direct television. So, the grace of God is plenty in your life when you let go and just look for new ways. Martin Luther said, “Whatever you do you have to keep moving forward.” So, my mind is set on making things happen. I cannot dwell on bad things. If I had been dwelling on bad things, I would have gone crazy. Americans say, “If you throw a lot of shit on the wall, some of them will stick.” Somebody also said, “if we aim for the stars and we get to the moon we did alright.” I have done well, but there is still more to be done.
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